These competitors joined forces to allow readers to use a single login across their news sites

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It started on a fancy boat . Three years ago, media executives from Switzerland’s largest media companies were gathered on a lake for an annual conversation about the news industry . They were worried about the looming battles over third-party cookies and losing ground in the advertising market. They wanted to find ways to work together to regain a direct relationship with their readers and news consumers online.

By the time they got on dry land, plans for what became the Swiss Digital Alliance — including TX Group, CH Media, NZZ, Ringier and public broadcaster SRG — had been set in motion.

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